• Allie Gritt

Understanding and Influencing Decision-Making

With the majority of purchases needed to stimulate some sort of an emotional response, the need for a salesperson or customer service representative has mainly gone extinct. Everything can be purchased, returned, and reviewed online. It's even possible to place a virtual piece of furniture in your living room or portray a particular paint color on your bedroom wall just through your phone. Needless to say, our phones have become the new salesperson.

It begins by simply mentioning the desired object or an issue that you've wanted to resolve lately, which leads to a plethora of ads to do that job for you. Because I own a social media marketing agency, I know I'm not the only one to fall for these ads, and once you click on them -- the research process begins. The consumer will most likely research which product is preferred, read a few reviews, ask a few friends, and then make their decision. It's the marketing department's job to make sure their company's ad is front and center at all times to remain the main competitor in this mental bidding war of the consumer.

My one experience with going into a physical store instead of purchasing online would be perfume. I get ads for different new scents all the time, but the descriptions never do them justice. So I feel that fragrances are usually the one product that needs to be sampled in person before purchasing online.


Consumer decision making process. Tresnic Media. (2013, September 2). Retrieved October 22, 2021, from

Solomon, M. R. (2019). Consumer Behavior (13th Edition). Pearson Education (US).

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